How Facebook’s New Algorithm Change is an Opportunity to Stand Out on Linkedin
Facebook recently changed its algorithm to focus on social interaction vs. B2B content. It's left marketing teams and social media managers a bit panicked.
It’s a major change for Facebook and will be analyzed closely by marketers and PR practitioners. This will affect existing social media strategies, and modifications will have to be made ASAP in order to remain timely and relevant with brand awareness.
The reason for the change? Facebook’s founder, Mark Zuckerberg, provided insight: “…Recently we've gotten feedback from our community that public content -- posts from businesses, brands and media -- is crowding out the personal moments that lead us to connect more with each other.
As we roll this out, you'll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard -- it should encourage meaningful interactions between people.”
What does this mean for you and your business?
As we know, change can bring opportunity if you look in the right places. As a power user and coach of how best to use LinkedIn for business, I’d argue that raising your game on LinkedIn immediately will pay off more than ever.
For years, I’ve taught entrepreneurs and executives how to increase their LinkedIn presence, and position themselves on the #1 professional networking platform.
It seems like perfect timing to stand out from your competition and increase your online presence while your competitors are scratching their head about workarounds for their Facebook strategies.
Facebook will now become much more “pay-to-play” than ever before. Even more robust, compelling, and unique content will have to be created to garner the attention of their algorithm. While I don’t suggest you throw your hands up in frustration and decide not to nurture your business presence on Facebook any longer, I believe your content on LinkedIn would rise to the top.
Since late summer of 2018, when LinkedIn added native video to their platform, it has become the hottest professional networking site. If you’re not there, you’re may be missing out on huge opportunities.
Taking your Facebook marketing efforts to LinkedIn – if you haven’t already – will yield results. Whether it’s building a larger yet relevant network of contacts or using it for warm lead generation and relationship-building, it should serve you well.
And if you haven’t already been writing and publishing articles on LinkedIn’s publishing platform, you’re missing another significant opportunity to be seen as an influencer or thought leader in your industry.
Many users forget that they can repurpose their blogs into a LinkedIn article without facing a Google “slap” for duplicate content. Google and LinkedIn play well together, take advantage of that.
Zuckerberg also mentioned that Facebook video will continue to reign supreme. Search engines (Google, Bing, YouTube, etc.) love video but only helpful, unique video content is ranked the highest. Why not take those video tips you create (keep ‘em short, 2-3 minutes max) and post them on your LinkedIn page, too?
Not only can you post a video tip as a LinkedIn update, you can also embed it directly into an article, or add it as Media to your Summary and/or Experience sections in your profile. Remember, too, that you can also post to your Twitter account from your LinkedIn newsfeed.
If you decide to make the worthwhile decision to step up your LinkedIn presence, I’d also suggest you take a look at your existing profile summary. Does it need to be updated? Refreshed with new content? Does it read like your resume or bio?
If you said 'yes' to any of those, then switch it up! Identify an aspect of your personal story and weave it into your professional story. Be sure to address your readers’ or potential client’s pain points, and conclude your summary with how the skills and talents you possess can solve their pain point.
Not many LinkedIn members think to take this approach but when they do, they’ve seen positive results.
It’s another strategy to stand out from your increasing competition.
I’m using Facebook’s change to up my LinkedIn presence, too, and I’m certainly advising my clients to do the same. Some have already seen results with earning a new client or two, or building more meaningful relationships within their network.
What steps might you take to enhance your professional presence on LinkedIn?